Keyword strategy

Some keywords are repetitively used. In fields with high competition, it can be difficult to find a new keyword that differentiates your business from the business of the competition. In this case try to specialize the content and thus the keywords in such a way that you distribute unique keywords that stand on their own per page. Meaning, it is sometimes better to have more individual pages with more traffic, than one single page with lots of traffic. Specialization is the key.

An example: You have a running business, say you are a hairdresser, in Manchester. It makes sense to include the keyword "hairdresser" into the main page. Obviously this is a very general word, every other hairdresser in Greater Manchester will think about. Try here to replace the word hairdresser with a "long-tail" keyword, such as "hairdresser Oldham Manchester", or the keyword "haircut" with "cut trimm ladys style". This way people will find out that the hairdresser is in Oldham (Manchester) and serves (mostly) female clients. It reaches a specific group.

Tip:

You can add more information if you include an additional blog to your website, which contains daily or weekly news about your services or business. This way each blogpost can contain a specific topic with even more specific keywords. In the case of the hairdresser you might provide a good story with a blog post like: "Hair DIY got really messy? Here is how Oldham Hair came to the rescue!"

Important: Also "long-tail" keywords must fit naturally in the text. Synonyms are recognized by search engines and should be used to give variety.

Targeted groups

It goes hand in hand with specializing your content that you know the audience who reads your website. Write the text for a targeted group in order to reach out and make those who search for you will find you.

Most importantly, your website is useful to visitors and helps the one who searches to find a solution or information. If this is the case, the website will become automatically successful. If you customize your content to a specific target group, it is even more likely that your website becomes a popular success.